作者
David A Gilliam, Alex R Zablah
发表日期
2013/9/1
期刊
Journal of Retailing and Consumer Services
卷号
20
期号
5
页码范围
488-494
出版商
Pergamon
简介
Many researchers have emphasized the importance of communication in personal selling. Psychologists and researchers in management and advertising have recognized the importance of communication via stories, but this has not extended to research in sales. This paper uses a framework developed from exploratory field work and the literature on stories to investigate storytelling by retail salespeople in three similar experimental studies. The experiments manipulate personal versus business stories across three different topic areas: entity, product, and digression. The results suggest that product stories told from a business point of view may be most effective in enhancing consumers’ purchase intentions in onetime sales encounters.
学术搜索中的文章
DA Gilliam, AR Zablah - Journal of Retailing and Consumer Services, 2013